What is local SEO marketing?

Basically, Local SEO marketing is a kind of Search Engine Optimization solution. But it is not like the standard SEO or Global SEO focus on the widespread customers. Local SEO marketing targets the local clients who are searching for your goods and services, then the search results return the review or location information which helps the users to choose the suitable business. So it’s extremely suitable for small middle size company to develop local business. After all, small middle sized businesses have a limited online budget to cover wide range customers.

Even though the local SEO has some processes as same as Global SEO, sometimes they still have some inside connection, they still have some difference (What is the difference between Global SEO and Local SEO ?).  Local SEO campaign needs “local optimization factors”, including on-site and off-site optimization, to achieve the result.

Affordable SEO experts advice that small business owners should pay more attention and investment to local search engine optimization in 2019.

Why is local SEO important?

  • Local SEO let you have higher local search results

    According to the data released by Google, 64% of customers use local search as the major way to find local businesses, and 50% of local customers like visiting the store on the exact same day, after obtaining the local store information. Therefore, if your business relies on making deals with face to face transactions, you should invest more resource to deploy Local SEO properly as this local marketing investment will give you more local customers.

  • Local search result has the highest conversion

    Online directories (like Yelp, Yellowpages, Foursquare, etc.) display a business NAP information (name, address, phone) and additional information ( such as business description and working hour). More information about businesses can speed up leads to make the purchase decision.

    Local directories dominate the first page of many local search results. Local directory marketing (just one of many Local SEO strategies) has a higher conversion rate than other more traditional advertising options – up to 50% conversion on some directories. That means that by getting your business accurately listed on as many quality online directory sites as you can, you’ll have more chance to convert prospective clients into the actual customer.

  • Local search marketing is highly targeted and timely

    The top reason for the local search is to find a specific business in the nearest area. The second most common reason is to find a product or service. Many local searchers are looking for a specific business’ name, but many who search don’t have a specific business in mind when they begin their hunt. By using local search tactics you can better position your business and promote what you have to offer to local customers when they’re looking for your type of business. It’s no doubt such sales procedure has the higher conversion.

    Displaying accurate and convenient company information for the leads who are eager for the related business is also one of the core principles of search engines.

  • Mobile internet becomes more prevalent

    More and more customers use mobile phones or tablets to search information, especially to find the best local businesses while they’re on the go. In fact, mobile digital media time in the Australia is now higher at 51% compared to desktop use at 42%.

    Local SEO services including mobile-friendly website cover both PC and mobile internet access meaning you never miss out on a potential customer.

  • Local SEO services has the highest ROI for small businesses

    There are many SEO techniques that small businesses can have in their marketing plans, but local SEO is key and will frequently provide the best return on investment for you. If you develop the business in the local area, your main concern is beating the handful of competing businesses in your area. You don’t need to worry about how to competing against much more businesses to a regional or even national level.

    A fact of the matter is that many small businesses simply provide services to people in their area. It’s also important to note that people are using area-specific search terms more and more these days for the accurate and practicable result. Google has recently said that over 20 percent of all searches have some form of reference to locality.

    When you obtain traffic from local search terms or phrases, those people are highly targeted and more likely to be converted into customers. As opposed to vague non-location searches, people who are typing in a phrase that includes a city, town, or neighborhood know what they are looking for, thus inherently more serious about their search.

    Another buying conversion factor is people tend to trust local businesses a little more. If you are sending traffic to a page that shows you are just down the street, there’s less mystery to you. This means, as long as you do everything else right, you have a better chance of that person opening up their wallet.

  • Only 44% of businesses have claimed their Google My Business local listing

    Google My Business is a FREE listing that Google makes available for almost any business. Getting listed on Google My Business can help maximize your chances of displaying in local search results on Google.

    Additionally, Even Google My Business has released for many years, over half of local businesses haven’t still realized the importance of online marketing yet. That leaves the door open for you to get a head start before your competitors wise-up and it gets more competitive.

  • Currently, most of the local SEO opportunities are free.

    Nowadays, The charge of adding your listing on search engine business services and many online business directories is still free. That means a free promotion for your business.

  • The way of people to get information has changed

    Online new and content have changed people reading behavior since they can be updated and broadcasted quicker than traditional media. In fact, fewer and fewer people tend to keep reading local newspapers as the only information source. More and more people are turning to the internet for their local news and information about local businesses. Deploy local SEO strategy is a smart option to attract local resident and boost local business.

  • Local SEO let the visitors know more about your business

    As we know, since the advent of online reviews, they’ve become a critical part of the online consumer’s purchasing cycle. Online visitors tend to make a yes or no decision about their purchase after reading reviews immediately. Normally, a global group has high reputation while a smaller business doesn’t well-known by online searchers. As a result, If you’re a smaller business, your reputation online can influence your revenue directly.

    If you provide good products or services, the positive reviews will build up naturally. These precious online assets can help your brand spread within local communities. But you still need an effective local marketing solution to enhance the impression for local visitors.

    ‘Google 3 pack’ is the top three local results that Google deemed the most valuable for your personal search. The “Google 3 pack” also will lead the online visitors to read the business reviews provided by previous customers. Using local SEO service to enter “Google 3 pack” and dominate the local search results, the business owner will have more online visitors. When they know more about your goods and service, they will choose your business more easily.

  • Local SEO execute endless promotional procedure

    Once the local SEO marketing starts, you don’t need to pay for any salesman who has to introduce the goods and services to the local leads after working hour.

    Our local SEO marketing can implement a variety of optimized content for your business. It helps to convert people who are interested in your business at any time and any place to be the buyer.

Local SEO checklist

Search engine approved website criteria

The purpose of local SEO, like traditional SEO solution, is to provide better goods or services for the prospective customer. So Everything that applies to traditional SEO also applies to local SEO, it also needs the On Page Optimization base on Google Webmaster Guidelines, such as such as make website to be indexable, error-free, multi-device-compliant, well-structured, and properly optimized.

In addition to the above, local website optimization requires:

  1. Use Schema markup of your location data.
  2.  Your phone number is highly visible on your website and clickable on mobile devices.
  3. Your name, address, and phone number (NAP) is consistent everywhere it is mentioned on your website. Beware of naming discrepancies for any business or mixing up NAP elements between multi-location companies or multi-practitioner businesses.
  4. All location pages are linked to from a high-level navigation menu.
  5. Have a “Contact Us” page featuring the complete name, address, and phone number of each of your staffed locations.
  6.  If you have 10 or less locations, the complete name, address, and phone number of each should be in the sitewide footer element.
  7.  If you want to keep your street address private, don’t publish it on your website, but do be sure you’re providing a phone number that is staffed during stated business hours.

Avoid local content mistakes

Local content is the only thing your website provide for visitors, make sure you’re providing the right and rich content.

1. Don’t scrape content from other websites, even from the websites of manufacturers or authorities, unless you are publishing an attributed quote within your own, unique content.

2. If you offer the same services or products in multiple cities, think carefully about attempting to create a unique page for every possible city/keyword combination. Only embark on this plan if you know you have sufficient resources of time, money, and talent to create truly high-quality pages for each combination. Avoid publishing thin or useless pages. If you know you don’t have the resources, it’s better to go with just a strong page for each city and a strong page for each service, rather than creating lots of thin or duplicate city/keyword combo pages.

3. Think long and hard before deciding to take a multi-website approach, even if your company offers multiple services or has multiple offices. Numerous experts agree that it is almost always better to build a single, powerhouse website that promotes your brand and all of its services and branches rather than dividing up time, funding and talent between multiple websites.

Citations

Citations are complete or partial references to your name, address, phone number or website anywhere on the web.

1. Build a unique set of citations for every physical office and be sure the name, address, phone number and website URL are absolutely correct on each citation you build.
2. Variance in abbreviations from platform to platform is normal (street vs. st. or # vs. suite).
3. Only build citations for real physical locations. P.O. boxes and virtual offices are not acceptable.
4. Understand how local business data moves through the local search ecosystem, because a problem on one platform can lead to replications of the problem elsewhere.
5. For multi-location or multi-practitioner businesses, point the website link on all citations to the correct corresponding landing page on the website.
6. Most local businesses will want to be listed on the same set of major local business data platforms to start with, but beyond this, build citations on additional platforms that are specific to your industry or geography, such as the Chamber of Commerce, a contractor’s association, or the local newspaper.

Remove duplicated listing

Duplicated lists confuse both search engines and visitors, they don’t know which location provides the listed goods and services. So keep the information on various local platforms on same is important. Modify and remove the duplicated listing if you find them.

Encourage customers to give reviews

Given their power as a ranking and conversion factor, reviews are must-haves for every local business. Objective reviews can give the most useful recommended for prospective visitors to make action decisions. Be sure you’ve considered every possible way you might earn reviews from your customers.

  1. Don’t set up a review station/kiosk at your place of business to ask for reviews. Always have customers leave reviews under their own accounts, using their own devices.
  2. Don’t ask for too many reviews at once, at any time. A sudden influx of reviews can lead to filtering on some platforms. A slow, steady trickle over time is better than a sudden wave.
  3. Know that nearly every business will receive at least some negative reviews at some point in its history. Your greatest preventative measure against negative reviews is your consistent dedication to excellent customer service and excellent work. Be sure you are monitoring all review sites for red flags that quality has fallen off. Do respond to negative reviews with accountability and professionalism (these tips will help), and do respond to positive reviews, as well, taking time to publicly thank your loyal customers.

Publish local businesses on Social media

Identifying the right social platforms for your business’s clientele.

  1. Publish your business information on the popular social platforms.
  2. Maintain the update for the company’s news or product release.
  3. Interactive with existing customers or give the feedback to potential visitors.

Try these tips for identifying which social platforms are already popular with your customer base.

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